CLR needed to move beyond its iconic gray bottle and build recognition for its full portfolio of specialty cleaners. We developed “Been There. Outdone That.” to connect CLR’s trusted legacy with its broader cleaning power. In year two, we expanded the platform to reach a wider audience, tapping into the finding that 60% of Americans are more attracted to their partner when they clean. The resulting evolution, “So Clean. So Hot.,” brought a playful new perspective to the brand, connecting tough cleaning performance with the unexpected allure of a partner who cleans.